Waitrose is set to enhance its bakery offerings with the introduction of over 30 new items, focusing on freshness and unique flavours.
- The product expansion will see over one-third of the bakery and savoury snacking range refreshed.
- Fifteen new creative bakery products include options like Cheese and Onion Tear & Share Bread.
- The patisserie range welcomes 14 new items, featuring seasonal tastes such as cinnamon and tiramisu.
- In-store bakery sales have increased by 14% compared to the previous year.
Waitrose is poised to significantly expand its bakery and patisserie sections with the introduction of over 30 new products. This strategic move is designed to enhance the freshness and diversify the flavour profiles of its offerings, reflecting current consumer trends and preferences.
The move will revamp over one-third of the existing bakery and savoury snacking range. Customers can look forward to 15 innovative bakery products, including the Cheese and Onion Tear & Share Bread and Jalapeno & Cheddar Breadstick, highlighting Waitrose’s focus on unique flavour combinations.
Additionally, the patisserie section will see the addition of 14 new sweet treats, including cakes, tarts, and buns. These offerings will integrate seasonal flavours such as cinnamon and tiramisu, providing a richer variety for customers seeking indulgent options.
A notable feature of Waitrose’s new strategy is the focus on in-store baking to enhance the freshness and quality of its products. Elizabeth Greenman, Waitrose bakery product developer, emphasised the importance of an increased sensory experience for consumers, noting the inclusion of items like the No.1 Sourdough Baguette and Seeded Ancient Grains Bread that are freshly baked in stores.
Similarly, Serena Jackson, patisserie product developer, mentioned that final touches on products like the No. 1 Apple Tarte Tatin Turnover are applied in-store to maintain high standards of taste and presentation.
The expansion coincides with a 14% rise in in-store bakery sales compared to the previous year, suggesting a strong consumer appetite for freshly baked goods.
Waitrose’s bakery expansion demonstrates its commitment to meeting consumer demand for fresh and innovative products.
